Building Brand Strength

  1. Analyze the brand positioning of an existing product from your company. What do people think of the brand? Will you use the same positioning for your proposed new product? Be sure to include the brand name, its equity position, and the decisions/details involved in your brand strategy.
  2. What is the brand promise for this brand (tangible benefit that makes a product or service desirable)? If one has not yet been defined, create one. If you believe the brand promise needs improvement please suggest how you would improve it. Why is your brand promise a good fit for your target market?
  3. Product Strategy – Briefly describe your product or service. Where is it in the product life cycle? How does it fit your target market’s needs? Be sure to consider:
    • What level of quality and consistency does the offering have?
    • How many features does it have and can they be removed or added?
    • How well does your product or service deliver what the customer values? How can it improve?
    • What improvements would help your offering compete more effective
  4. Add references and citations

Requirements: 2 to 3 pages

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